How Australia Post added a high-tech extension to an age-old service
Andrea Sophocleous
It's a problem facing postal services the world over as ecommerce takes a bite out of their core business of parcel delivery, and Australia Post and its agency partner, Clemenger BBDO Melbourne, cracked it with an equally modern-day solution.
Australia's 200-year old postal service tasked Clemenger with three objectives in the lead-up to 2013's Christmas rush: to maintain volumes of Australia Post's hero product, express post, which had been falling year-on-year; to connect the organisation to the broader community; and to generate positive word of mouth....